Cover Letter

Style and Layout

Typically, a cover letter is brief (i.e. preferably one page), and it is best to print it on a formal letterhead. [Page 167]Use of letterhead and stationery-quality paper speaks to the importance of the letter. Some cover letters are incorporated into a questionnaire's front cover or first page; but they usually are a separate (stand-alone) piece. When designing the cover letter text, the researcher should take into account the target population of the study and write to an educational level just below the average respondent's. For example, the language and vocabulary used in a cover letter to an organization or business or a survey of physicians or lawyers should differ from that of the general public. In writing the cover letter, one should make statements using an active voice.

The overall layout of the letter takes into consideration the chance that it will not be fully read by the respondent. One of the most important aspects is for the letter to be concise and to the point. Extensive and unneeded information will “crowd” the letter or give it a busy or daunting appearance. When composing the cover letter, one should evaluate whether information has been conveyed in other communications or on the questionnaire itself to eliminate overly redundant information, although some degree of redundancy is useful across various survey materials. The letter should incorporate the following stylistic features: (a) at least 1-inch margins on all sides, (b) indented paragraph-style, (c) either Times New Roman or Arial font, and (d) 11- or 12-point size font. There should be plenty of “white space” on the page so as to reduce respondent burden and increase the likelihood that the letter will be read.

The use of bold, underlined, or different color font can bring attention to critical pieces of information (e.g. “Once we receive your completed survey, we will send you a $10.00 cash ‘Thank You’ gift”), but should be used sparingly and for only the information most likely to increase cooperation. The style of all-capitalized font should not be used, or only minimally used, because some consider it to be “shouting” and it can be difficult to read.

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